If you really, really need to be special (which you really don't need, but companies seem to feel better when their name is plastered all over the place e.g. linux-mycompany_2.6.27.bb) you can create your own kernel recipe with the naming options you mentioned, then please use linux.inc to the basics working well. If even that is not special enough, then well, you are on your own.

By reusing a linux_2.6.xx recipe you can easily see what kind of patches other machines are applying and how issues with that kernel get solved.

General steps and traps

Most of the time people that add new hardware to OE go through something like this (ARM example):